Twitter, The Football Association Created a DM Bot to Deliver Emirates FA Cup Video Highlights

The initiative kicks off with the third round of matches, Jan. 4 through 7

A champion will be crowned Saturday, May 18 Twitter

Twitter teamed up with The Football Association in the U.K. to create a direct message bot that will deliver video highlights to fans outside of the U.K. during the Emirates FA Cup soccer tournament. David Cohen is editor of Adweek's Social Pro Daily.